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Navigating the customer journey UK perspectives from Deloitte’s Global Automotive Consumer Study

Navigating the customer journey UK perspectives from ... sie n65 9 Navigating the ... Navigating the customer journey | UK perspectives from Deloitte’s Global Automotive Consumer

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Navigating the customer journeyUK perspectives from Deloitte’s Global Automotive Consumer Study

Key findings

How do consumers feel about autonomous vehicles?

• Consumers are more positive about fully self-driving vehicles

• Consumers still want an established track record for autonomous vehicles

• Speaking of trust, most consumers put their faith in OEMs

How do consumers feel about electrified vehicles?

• Slightly fewer consumers want gasoline/diesel (ICE) engines going forward

• Driving range is still a significant concern for all battery-powered electric vehicles (BEVs)

• If consumers can get past the upfront price premium, more would consider going electric for their next vehicle

How do consumers research a vehicle purchase?

• Most consumers start researching 3 months before purchase

• OEM websites and personal relationships have the highest impact

• The majority of consumers do not use third-party pricing services

In-dealer consumer experience

• 60% of consumers visited their selling dealer more than once

• Customer experience is clearly not dead

• Salespeople and printed brochures are considered the most useful in gathering information at a dealership

• Consumers are most concerned with getting a good deal

• Interaction with a real person is the most important buying aspect of the vehicle buying process

Communication from dealers and manufacturers

• Both OEMs and dealers could be missing a big opportunity

• Dealers trump manufacturers in quality of communication

1

Navigating the customer journey | UK perspectives from Deloitte’s Global Automotive Consumer Study

How do consumers feel about autonomous vehicles?Safety firstIn 2017 autonomous car safety was a major concern for UK consumers with 73% believing safety would be an issue. Over the last 12 months, consumers' attitudes have changed significantly as the proportion of those concerned about safety has dropped to 49%. This highlights that overall acceptance of autonomous technology has grown rapidly in a short time.

Brands can help build trustOver 50% of UK consumers would feel better about riding in a fully self-driving vehicle offered by a brand they trust, with a majority also keen to see government regulation and evidence of an established safety record.

Looking at which types of brand consumers would trust most to bring a fully autonomous vehicle to market, more than half would favour traditional car manufacturers, although trust in technology companies has also grown.

Navigating the customer journey | UK perspectives from Deloitte’s Global Automotive Consumer Study

Consumers are more positive about fully self-driving vehiclesConsumer perception regarding the safety of self-driving vehicles has improved considerably in the last 12 months

Consumer opinion on fully self-driving vehicles

Travelling in a fully self-driving car will be a positive experience

A fully self-driving car will free up my time so I can focus on other activities

Fully self-driving cars will not be safe

If price and/or safety were not an issue, I am willing to use a vehicle that could drive itself

43%

49%

37%

51%

73%

49%

49%

Note: Percentage of respondents who strongly agreed or agreed have been added togetherQ1: To what extent do you agree or disagree with the following statements?Sample size: n= 1,209 [MOD 2], n= 1,081 [MOD 1]

2018 2017

3

Navigating the customer journey | UK perspectives from Deloitte’s Global Automotive Consumer Study

Consumers still want an established track record for AVsHalf of consumers would also feel better about AV technology if they were offered by a trusted brand and there were government regulations

Factors making consumers feel better about riding in a fully self-driving vehicle

Government regulation/approval of self-driving cars

Vehicle is offered by a brand you trust

An established track record of self-driving carsbeing used on the streets safely

44%

51%

48%

53%

65%

66%

Note: Percentage of respondents who strongly agreed or agreed have been added togetherQ2: Would the following factors make you more or less likely to ride in a self-driving car?Sample size: n= 1,196 [MOD 2], n= 1,161 [MOD 1]

2018 2017

4

Navigating the customer journey | UK perspectives from Deloitte’s Global Automotive Consumer Study

Speaking of trust, most consumers put their faith in OEMsHowever, the other half of consumers would most trust someone else to bring AV technology to market

Type of company consumers trust the most to bring fully self-driving technology to market

Other

Existing technology company

A new company that specializes in autonomous vehicles

Traditional car manufacturer

24%

21%

17%

5%

6%

23%

53%

51%

Q3: Would the following factors make you more or less likely to ride in a self-driving car?Sample size: n= 1,270 [MOD 2], n= 1,246 [MOD 1]

2018 2017

5

Navigating the customer journey | UK perspectives from Deloitte’s Global Automotive Consumer Study

How do consumers feel about electrified vehicles?Powertrain preferencesMost UK consumers (73%) still favour either a gasoline or diesel engine. Only 19% said they would choose a hybrid engine and only 5% an all battery-powered electric engine in their next vehicle.

Looking specifically at the reasons why consumers might not choose an all battery-powered engine in their next vehicle, our research shows that consumers are concerned about driving range and cost/price premiums followed closely by a lack of charging infrastructure.

Cost is the main reason that consumers would consider switching to an all battery-powered engine, with 37% of the consumers agreeing that lower ongoing operating costs for BEVs would most compel them to consider going electric for their next vehicle.

Navigating the customer journey | UK perspectives from Deloitte’s Global Automotive Consumer Study

Slightly fewer consumers want ICE engines going forwardSurvey evidence suggests consumers may be starting to shift their thinking towards alternative powertrain technology

Consumers’ expectations with respect to engine type in their next vehicle (2018)

2017 Data

77%

16%7%

Other

All battery-poweredelectric (BEV)

Hybrid electric (HEV)

Gasoline/Diesel (ICE)

3%

5%

19%

73%

Other AltHybridGas + Diesel

Note: “Other” category in 2018 data includes ethanol, CNG, and fuel cellQ38. What type of engine would you prefer in your next vehicle?Sample size: n= 965 [MOD 2], n= 949 [MOD 1]

7

Navigating the customer journey | UK perspectives from Deloitte’s Global Automotive Consumer Study

Driving range is still a significant concern for BEVs…A quarter of consumers still worried about driving range and cost/price premiums – followed closely by a lack of charging infrastructure

Biggest concerns regarding all battery-powered electric vehicles

Other (please specify)

An all battery electric powertrain is notoffered in the type of vehicle I want (e.g., SUV, truck)

The brand I prefer doesn’t offer electrified vehicles

Safety concerns with battery technology

Time required to charge

Lack of electric vehicle charging infrastructure

Cost/price premium

Driving range

13%

6%

4%

3%

2%

22%

24%

26%

Q39. What is your greatest concern regarding all battery-powered electric vehicles?Sample size: n=965

8

Navigating the customer journey | UK perspectives from Deloitte’s Global Automotive Consumer Study

But, if consumers can get past the upfront price premium…37% of consumers feel lower ongoing operating costs for BEVs would most compel them to consider going electric for their next vehicle

Reasons to consider an all battery-powered electric vehicle

I would not consider it for any reason

Other

Social status/keeping up with latest technology

Rebates/tax incentives

Lower emissions/environmental responsibility

Lower vehicle operating costs (e.g., fuel, service)

5%

15%

16%

2%

25%

37%

Q40. What would be the main reason for you to consider an all battery-powered electric vehicle?Sample size: n=965

9

Navigating the customer journey | UK perspectives from Deloitte’s Global Automotive Consumer Study

Purchase habitsA third of consumers spend less than a month reviewing their vehicle options before making a decision. In fact, 70% spend less than three months, suggesting that brands have a relatively short time to engage with consumers and influence their purchase decisions.

Looking more closely at the customer journey and which marketing channels have the most impact on purchase decisions, 31% of consumers agreed that the manufacturer website had a significant impact on choice of vehicle, followed closely by family and friends (30%). Only 15% of consumers viewed third-party websites as having a significant impact on vehicle purchase decision, however of the 15% who did use them, 35% found the service very/extremely useful.

How do consumers research a vehicle purchase?

Navigating the customer journey | UK perspectives from Deloitte’s Global Automotive Consumer Study

Most consumers start researching 3 months before purchaseVehicle brands have relatively little time to identify, intersect and connect with a consumer to influence a vehicle purchase decision

Duration of research before deciding to acquire current vehicle

More than 12 months

9 months to 12 months

6 months to less than 9 months

3 months to less than 6 months

1 month to less than 3 months

Less than a month

6%

19%

3%

2%

37%

33%

Q10. How long before you made the decision to acquire did you start researching your current vehicle?Sample size: n=857

11

Navigating the customer journey | UK perspectives from Deloitte’s Global Automotive Consumer Study

OEM websites and personal relationships have the highest impactThird-party websites regarded as much less impactful on the actual vehicle purchase decision

Impact of information sources on which vehicle is bought

Little/No impact Some impact Significant impact N/A

Social media (e.g., Facebook)

Financial provider websites

Other (media reviews, magazines)

Third-party websites (e.g., Edmunds, Autohome, WhatCar)

Safety-related websites (e.g., consumer reports, government crash test ratings)

Retail Websites (e.g., eBay Motors, Autotrader, Amazon)

Salespeople at the dealership

Dealer websites (view inventory, find dealer hours/location)

Family, friends, co-workers

Manufacturer websites (e.g., ford.com)

Q12. When considering purchasing or leasing your current vehicle, how much of an impact did information from each of the following sources have on your ultimate decision of which vehicle you chose?Sample sizes – n=857

39%

47%

42%

45%

54%

57%

58%

63%

67%

70%

25%

20%

24%

23%

20%

16%

18%

13%

10%

9%

31% 5%

3%

6%

6%

6%

10%

9%

12%

12%

11%

30%

28%

26%

20%

17%

15%

12%

11%

10%

12

Navigating the customer journey | UK perspectives from Deloitte’s Global Automotive Consumer Study

Majority of consumers do not use third-party pricing servicesOf those who used them, 35% found the service very/extremely useful

Percentage of consumers using third-party vehiclepricing support services to purchase a vehicle

Percentage of consumers who liked the pricing supportreceived while purchasing a vehicle

Q14. Did you use a third-party, vehicle pricing support service(e.g., TrueCar, Edmunds, BitAuto, CarTrade, etc.) in the processof acquiring your current vehicle?Sample size: n=857

Q15. How useful did you find the vehicle pricing supportyou received?Sample size: n=133

No Yes

Not useful at all

Somewhat useful

Moderately useful

Very useful

Extremely useful

16%

12%

23%

30%

32%

3%84%

13

Navigating the customer journey | UK perspectives from Deloitte’s Global Automotive Consumer Study

In-dealer consumer experienceCustomer experienceCustomer experience is not dead, 71% of the consumers who bought their car via a dealer, rate customer experience as either a somewhat or very important factor in choosing where to buy a vehicle. The importance of relationship to dealer purchases is further highlighted by the fact that 60% of consumers visited the dealer where they made their purchase more than once.

Interaction with a real person ranked as the most important buying aspect with over half acquiring their current vehicle from the dealership they visited.

Two-thirds of consumers still find printed brochures and spec sheets very useful for gathering information at the dealership. 66% rate getting a good deal/price as the most enjoyable part of the dealer experience. The test drive ranks second with forty-three percent.

Navigating the customer journey | UK perspectives from Deloitte’s Global Automotive Consumer Study

60% of consumers visited their selling dealer more than onceOver half of the consumers did not visit any other dealerships apart from the one where they acquired their current vehicle

Dealer where I acquiredmy current vehicle

Other dealers that sellmy current vehicle

Other dealers that sell otherbrands of comparable vehicles

5 or more

4

3

2

1

0

Q17. How many dealer visits did you conduct during the buying process for your current vehicle?Sample size: n=702

5 or more

4

3

2

1

0

5 or more

4

3

2

1

0

3%

6%

16%

34%

38%

Num

ber o

f vis

its

3%

2%

5%

9%

13%

14%

57%

5%

5%

11%

13%

13%

53%

15

Navigating the customer journey | UK perspectives from Deloitte’s Global Automotive Consumer Study

Customer experience is clearly not dead…71% of the consumers rate customer experience as either a somewhat or very important factor in choosing where to buy a vehicle

How important is customer experience in choosing which dealer to buy from?

Not at all important

Not very important

Neutral

Somewhat important

Very important

Q18. Thinking about the dealer where you acquired your current vehicle, how important was the customer experience in making the choice to buy there?Sample size: n=702

20%

43%

28%

6%

3%

16

Navigating the customer journey | UK perspectives from Deloitte’s Global Automotive Consumer Study

Salespeople and printed brochures considered most usefulTwo-thirds of consumers still find printed brochures and spec sheets very useful in gathering information at the dealership

Presence of channels at a dealership

N/A

Augmented/virtual reality headset provided by the dealership

Interactive computer kiosks

A tablet device provided by the dealership

Your own mobile device

Printed brochures and specification sheets

Conversation with a salesperson

Q23. How useful are each of the following channels in helping you gather information while at a dealership?Sample size: n=702

Not useful Neutral Very useful

11%

20%

19% 32%

19%

14%

17%

82% 2%

65% 9%

39%

54%

55%

14% 57%

5%

6%

10%

10% 17%

11% 20%

12%

17

Navigating the customer journey | UK perspectives from Deloitte’s Global Automotive Consumer Study

Clearly, consumers are most concerned with getting a good dealAlso, importance of experiences such as a test drive and quick/efficient process cannot be underestimated

The most enjoyable aspects of the dealer experience are…

Q24. What are the three aspects of the dealer experience you enjoyed most when you acquired your current vehicle?Sample size: n=702

Top 3 choices Top choices

Other

Technology that made the experience more fun (e.g., virtual reality)

Technology that made the experience more efficient/easier

Dealership amenities (e.g., kid’s play room, restaurants/coffee shop, cocktail bar)

Follow-up post-purchase

I learned about extra features

Did not have to negotiate

Convenient location

All my questions were answered

Friendliness/relationship with sales associate

Quick/efficient process

The test drive

Got a good deal/price

11%3%

1%7%

2%6%

8%

2%6%

2%2%

1%

3%

34%9%

30%9%

14%

35%

66%32%

43%

8%

11%

17%38%

18

Navigating the customer journey | UK perspectives from Deloitte’s Global Automotive Consumer Study

Interaction with a real person most important buying aspectLess paperwork and getting pricing information online are the other most important aspects for consumers

Consumer opinions on important aspects of a vehicle buying process

Minimal contact with the dealer

Access to product specialists (e.g., Apple “genius” concept)

Innovative technology to make the purchase more engaging/fun (e.g., virtual reality)

Getting pre-approved for financing before shopping

Innovative technology to make the purchase process more efficient

Ride-and-drive events where you can test drive several vehicles at one time

Extended duration test drives (e.g., 24 hours or more)

Building rapport with the dealer

Getting pricing information and/or locking-in a vehicle price online prior to purchase

Minimal paperwork

Interacting with a real person to ask questions

Q45. How important are each of the following items related to the vehicle buying process?Sample size: n=766

Not at all important/Not very important Neutral Somewhat important/Very important

27% 67%

31% 49%

47%

39%

31%

35%

41%

39%

75%

29%

31%

61%

58%

32%

46%

28%

28%

30% 44% 26%

5%

6%

20%

10%

11%

20%

21%

15%

28%

37%

33%

19

Navigating the customer journey | UK perspectives from Deloitte’s Global Automotive Consumer Study

Communication from dealers and manufacturersInteraction mattersInteracting with a real person, having a friendly relationship with the dealer, minimal paperwork, and getting vehicle price information online are the most important aspects of the vehicle buying process. However, this relationship appears to end at the point of purchase. Both manufacturers and dealers could be missing an important opportunity as 62% of consumers say they were never contacted by the manufacturer after acquiring their vehicle.

Dealers surpass manufacturers in terms of quality of communication with 73% of consumers saying dealer communication is good/very good.

Navigating the customer journey | UK perspectives from Deloitte’s Global Automotive Consumer Study

Both OEMs and dealers could be missing a big opportunity62% of the consumers say they were never contacted by the manufacturer after acquiring their vehicle

Manufacturer touchpoints

Q31. How many times has either the manufacturer or dealer contacted you (for any reason) after acquiring your current vehicle?Sample size: n=702

Dealer touchpoints

6-10 times

11-20 times

More than 20 times

Don’t know

3-5 times

Number of times

Never

Once or twice

21%

9%

3%

1%

4%

39%

23%

11%

4%

2%

1%

3%

17%

62%

21

Navigating the customer journey | UK perspectives from Deloitte’s Global Automotive Consumer Study

Dealers trump manufacturers in quality of communication…73% of consumers rated dealer communications as good/very good

Manufacturer quality of communication

Q33. How would you rate the quality of the communication you have received from both the manufacturer and dealer since acquiring your current vehicle?Sample size, average for manufacturer and dealer : n=257, 525

Dealer quality of communication

Fair

Poor

Very poor

Good

Very good

22%

2%

3%

48%

25%

73%

46%

26%

1%

6%

21%

67%

22

Navigating the customer journey | UK perspectives from Deloitte’s Global Automotive Consumer Study

The 2018 Deloitte Global Automotive Consumer Study includes 22,177 consumer responses across 15 global markets

Japan(n=1,762)

Rep of Korea(n=1,763)

China(n=1,759)

South Africa(n=1,251)

Italy(n=1,260)

India(n=1,760)

France(n=1,258)

Germany(n=1,759)

United States(n=1,760)

Brazil(n=1,256)

United Kingdom(n=1,261)

Belgium (n=1,275)

Canada (n=1,261)

Mexico(n=1,269)

Thailand(n=515)

Indonesia(n=503)

Southeast Asia

Malaysia(n=505)

(n=1,523)

Study methodologyThe study is fielded using an online panel methodology where consumers of driving age are invited to complete the questionnaire (translated into local languages) via email. It was fielded in 17 countries and designed to be nationally representative of the overall population in each country.

23

Navigating the customer journey | UK perspectives from Deloitte’s Global Automotive Consumer Study

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